It is often said that social change takes a generation, and the evidence is clear that social marketing campaigns can have an impact.

Love Better’s first phase 'Own the Feels' has certainly made its mark, winning numerous awards, international recognition and most importantly reaching our young people and starting to shift attitudes that lead to harm.

Hear from each of the agencies involved in the campaign – their how, why, the challenges and the wins. Join us to hear exactly how the young people of Aotearoa have responded to the campaign and how they are being supported to love better.

Love Better is a social marketing campaign aimed at young people (16 to 24-year-olds) to reduce relationship violence. The multi-year, multi-phased campaign is currently in its third year and second phase with planning underway for a third phase.

The campaign has been created using a collaborative approach between young people, Ministry of Social Development (MSD), Verian (research partners), Clemenger (creative agency) and OMD (media).

Phase 1 highlights

Key highlights show the improvement in attitudes from the initial benchmark survey of over 900 participants (+%).
77,909,385impressions (times content seen)
14,236,744engagements (shares/comments)
75% said they would seek help (+15%)
80% know where to go for support (+20%)
40% believed it was possible to break up without causing harm (+18%)
32% would use less alcohol to manage emotions (+8%)

In this webinar, you will hear from:

Kathryn Robinson, Director, Behavioural Insights, Verian
Marty Bull, Group Business Director, OMD
Zaffa Christian, Lead Advisor, MSD

Contact the host of How to get innovative (aka 'risky') campaigns across the line

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